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Product Description
Product Description
Marketing and fashion branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry supply chain and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. The book explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry, from the heights of haute couture to the mulitples of the mass market. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.
About the Author
Harriet Posner is an Associate Lecturer in Fashion Business and Marketing at the London College of Fashion, UK. After graduating from Central Saint Martins College of Art & Design, she set up her own label women's and men's knitwear brand selling in major stores worldwide. She has worked as a fashion designer, buyer and marketing consultant in the UK, Europe and Asia.
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Format:Paperback|Amazon Verified Purchase
Even though this is a 'fashion' book, it has helped with my 'Marketing, semester in Business and Management. It covers a wide range of topics, not just fashion, and breaks it down into easy steps. It has good diagrams and quotes, whilst also being an interesting read.
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